Are you ready to go Doritos Locos? Taco Bell introduces the highly anticipated Doritos Locos Tacos in three test markets today, and fans are willing to drive as far as 965 miles to get their hands on one as seen above in launch spot, “Road Trip,” which will run during the NBA on TNT and The Jersey Shore on MTV this evening.

Doritos fans ( “Doritos-heads”) are infamous for their passion and antics such as “Crash the Super Bowl” amateur commercials on Game Day. Doritos Locos Tacos have “Taco Bell on the inside and Doritos on the outside,” and the product launch is part of the brand’s 50th anniversary this year.

The co-branded product launch with Doritos includes an augmented reality execution on the side of Taco Bell cups so users can see tweets on their smartphones in real-time, contribute their own tweet, and see the broadcasts on live digital billboards in New York’s Times Square and Sunset Strip in Los Angeles.

“As an explorer brand, Taco Bell has a long history of leading in innovation – with the Doritos Locos Tacos its most recent example,” said Teddy Brown, executive creative director at Draftfcb Orange County.

The brand has already started promoting its new “Live Más” tagline, which “is Taco Bell’s response to a shift in culture and how people now engage with food,” said Brown.

“Over the years, food has moved from food-as-fuel to food-as-experience. And this cultural shift is perfect for a brand that’s always serving up new products and experiences. Creatively, it’s also a tonal shift in how we tell our stories, as we move the brand away from broad comedic approaches to a cooler, more effortless style of storytelling driven by great music instead of a lot of dialogue.”

“Live Más also represents everything Taco Bell’s founder Glen Bell stood for. One of his recipes for success: your quality of life depends on your attitude. Like the new tagline, Glen did indeed “live more.” He was an explorer, an innovator — he didn’t wait for life to come to him. He went after what he believed in — regardless of whether believed he could accomplish it or not. Taco Bell’s hope is that Live Más inspires people to try new things — across all aspects of their lives. To live ‘Más’ is a spirit and an energy that you can expect to be conveyed in all of Taco Bell’s consumer touch points.”

The Doritos Locos Tacos launch campaign is the handiwork of Draftfcb, Taco Bell’s agency of record since 2000. Let us know if you sink your teeth into one—and if it indeed makes you want to Live (or Eat) Más.